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Journal : Jurnal Scientia

THE EFFECT OF BRAND AWARENESS AND GREEN MARKETING ON PURCHASE INTENTION OF PACKAGED MINERAL WATER CONSUMERS Frans Sudirjo; Dadang Suhardi; Ratnawita Ratnawita; Kunto Atmojo; Muhammad Hery Santoso
Jurnal Scientia Vol. 12 No. 03 (2023): Education, Sosial science and Planning technique, 2023 (June-August)
Publisher : Sean Institute

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Abstract

The purpose of this study is to ascertain how brand awareness and green marketing strategies affect customer interest in purchasing bottled mineral water goods. This study uses a quantitative methodology and is a correlational investigation. Multiple linear regression analysis is used in the analytical method. The outcomes of the partial, simultaneous, and coefficient of determination tests can be used to infer the outcomes of the data analysis. The conclusion is green marketing has little impact on customers' interest in purchasing bottled water. Brand awareness significantly influences customers' desire in purchasing bottled water. In order to reach the conclusion that green marketing and brand awareness simultaneously influence consumers' purchase intentions, the significance values for green marketing and brand awareness on purchase intention are 0.000 and the calculated f value is 35.4
Co-Authors Ady Purwoto Agus Gunawan Gunawan Ahmad Firdaus, Ahmad Aida, Aida Ali Syah Putra Amhar, Amhar Anandari, Febrina Anggita Permata Yakup Anggreni, Silvia Arafah, Zahid Nugrah Arnold Sultantio Hutabarat Atmojo, Kunto Bachtiar, Irmah Halimah Brachma, Wahyu Chaidir Achmad Chandra, Dharnita Dadang Suhardi Dennis Lorens Devi, Nurwulan Kusuma Dheri Febiyani Lestari Dian Ariani Durya, Ngurah Pandji Mertua Agung Edward, Yusuf Ronny Eldo, Handry Elfiswandi, Elfiswandi Elizabeth Yohanes Eviendrita, Eviendrita Fachry Abda El Rahman Fajri, Muhammad Iqbal Fali, Ibrahim Mallam Fariz, Luthfi Ahmad Fathir, Iqbal Frans Sudirjo Gusmawita, Dona Harahap, Rifqah Harfan, Syakhroni Haspul Naser Hermin Nainggolan Husnul Khatimah Indra Ismayudi Tanjung Indri Astuti Jati, prihatina Judijanto, Loso Juliandara, Luthpiyah Jusdienar, Akka Latifah Kespandiar, Tengku Kunto Atmojo Latifah Jusdienar , Akka Lusiana Lusiana Mainita, Mainita Marbelia, Agustine Diana Putri Meirna Milisani Milisani, Meirna Muhamad Risal Tawil Muhammad Hery Santoso Muhammad Irsyad Elfin Mujtaba Nandan Sandaya Nengsih, Widya Ngurah Pandji Mertha Agung Durya Nurdiani, Tanti Widia Octiva, Cut Susan Pratikno, Yuni Prihatina jati Rasyid, Rulyenzi Rosalia Irawaty Rosita Rosita Rulyenzi Rasyid Rustaman, Dede Selviana, Renita Shaumiwaty, Shaumiwaty Shifa, Mutiara Siti Aisah Sutiyem, Sutiyem Sutrisna Stiawan Syafwandi, Syafwandi Syahribulan Veri, Jhon Yolanda Sari Yoyon Supriadi Yudiandri, Tri Eko Yulasmi, Yulasmi yulina eliza Zulkifli Rangkuti